Mirandas reinvents the direct sale with brand distribution model

Sao Paulo-the wave of the reinvention of retailing, direct selling also changes your model in Brazil. Rather than a mere catalogue of products-mostly cosmetics, a brand recognized and curation with international value, and also small and medium-sized companies with concepts in line with the trends of consumption-sustainability, for example.
In addition, in place of vendors or consultants, "associated" with a suitable profile to take outside classes A and B products of higher added value, compared to items offered traditionally by this kind of trade.
This is the proposal of the newest company in the country, the Mirandas, which already has as venture capital fund investor Canary. "We''re creating opportunity for any company operating in the market of direct sales in the country, while acting in physical stores or e-commerce, as a kind of distributor, this retail channel marketplace, including for new entrepreneurs," says the founder of the Mirandas, Andrea Eboli, who participates directly in the curatorship of the portfolio of the company.
Traditionally, the direct sales model is adopted by manufacturers, who use the channel as a way to enhance the sale of your products. In this sense, the Mirandas also breaks new ground, since the company acts as a distributor-selling products of different brands.
The start-up is scheduled for the next three day of July in the State of São Paulo, with at least 1,000 vendors. "Our goal is to consolidate position in São Paulo, with 10000 members in December this year, for in 2018 expand to Rio de Janeiro and, every year, win one more State," says Eboli. She points out that the Mirandas innovated as well in the form of register. "Everything is online and the only cost is the monthly fee of R $13. We do not charge shipping or starter kit and the associated gains 15% on the price of the catalogue ", explains.
The businesswoman emphasizes that Mirandas wants to represent a chance of generating extra income and female empowerment for thousands of women. "Besides being a '' Uber '' direct sale to members-without removing them from the focus of its activities, we assembled a portfolio of more goods to your activity, we stimulate them to become microentrepreneurs" comments. And the buyer''s side, another idea is to encourage consumption. "We can also be a shopping Club, similar to that of the e-commerce Privalia, but of direct selling. The final price of our products in partnership with Disney Licensing, for example, is the same of the other stores. To register on Mirandas and ask for the goods, the buyer already earn 15% discount, "he says.
First campaign
Unlike traditional companies of direct selling market in Brazil-90% composed of cosmetics and that in 2016 moved R $40.4 billion, the first campaign of the Mirandas is varied. Composed of ten companies and about 100 products, brings several cosmetic brands like Valmari, available so far on specialized dermacosmetics houses; but has health guides for backpacks and various ages. Stella exchanges have higher prices Sofia, between R R $200 $450.
The chapter dedicated to entrepreneurship in the first catalog tells the story of Joaquina, Brazil brand founded by Roberta Negrini, of women''s clothing made with discarded materials for textile industries. Complete the campaign the part dedicated to the expansion of direct sales, consumers so far too focused on women. The Mirandas bet on children''s products licensed by Disney, but every campaign will bring a male audience segmentation, young, owners of pets, vegans. "Let''s change the catalog every two months," he says.
Channel innovation
Direct sales specialist, Andrea Eboli worked 15 years in Natura, one of the pioneers in this retail channel in Brazil, where he served as Director of sales and marketing. Ph.d. in marketing and direct sales by the Swiss Business School in Executive Education in Digital Marketing by NYU and Harvard Business School stimulated Eboli to undertake and innovate in the industry. So, last year decided to start your own company. "I believe that a successful business is done through innovative ideas, quality execution and people engaged and committed. The Mirandas brings a little bit of everything this and especially women''s strength and your entrepreneurship being the Foundation of this great initiative, "says Eboli, who participates in the Advisory Council of the Brazilian Institute for market intelligence (Ibramec).